Fashion and Heritage at Villa Adriana. The staging of a fashion show in the Pecile and Antinoeion.

The research focuses on the intersection of fashion and heritage in contemporary society, examining how haute couture houses develops fashion events in UNESCO sites to enhance, conserve and protect them. One such site is Villa Adriana, Emperor Hadrian’s retreat near Rome, celebrated for its diverse architectural influences from the Roman Empire, including Greek and Egyptian styles. This thesis specifically explores the Egyptian influence at Villa Adriana. The initial phase involves gathering iconographic and architectural data from the site. The study then shifts focus to fashion brands, with Dior as a case study, examining how they not only utilize these UNESCO locations but also establish meaningful connections between historic sites, scenography, and their collections. Following an extensive analysis of the brand, a particular Dior collection that highlights Egyptian influence at Villa Adriana is selected as a focal point. This collection serves as the basis for intervention strategies ranging from master planning to temporary structures used for fashion shows, later repurposed for exhibitions featuring Egyptian sculptures. The project focuses on studying historical iconography and approaching the architectural composition and staging of Villa Adriana through an artistic intervention. The thesis aims to explore fashion as an art form and heritage sites like Villa Adriana as stage that not only showcase this art but also enhance their own value through these events. This interdisciplinary approach aims to underscore the importance of conserving UNESCO sites while promoting contemporary cultural expressions through haute couture fashion. It offers diverse perspectives on cultural heritage conservation, showcasing how fashion events can contribute to the preservation and reinterpretation of historic landmarks.